How to make a Social Media Marketing Plan
Using Social Media for marketing can be very effective if you do it right! In fact, our research shows it can be anywhere between 10 – 100 times more effective compared to other, more traditional forms marketing. First step in any marketing journey is to develop a plan that works. Here is our advice on how you can make a Social media marketing plan!
Reducing Customer Acquisition Cost (CAC) should be a key drive in any marketing venture. Simply because: The lower the CAC -the more effectively your budget is spent. And with all the endless (and new) opportunities served by Social Media Marketing, you can reduce customer acquisition cost dramatically. How? You can target your audience in specific ways and basically measure everything.
Set your goals
The first step in your Social media marketing plan should be to define the objectives and goals. The aim of your SMM is managing your activity effectively on social networks that also support your business objectives.
Some companies set goals to increase the number of followers or likes. This is a silly goal in our opinion. You can’t pay your bills with Facebook likes.
Examples of realistic goals for your Social media marketing plan: ROI targets, increase number of new customers, or monthly qualified leads, aim to be better than your competitors and so forth.
Audit the current state of your Social media marketing plan
It’s good practise to audit your current position before you develop your Social media marketing plan. You can do this by going through all your activity and marketing efforts and assessing how they are working for you.
Make sure to look at which channels you are represented in, who your audiences are in these different channels and how your presence is compared to your competition. Check via Google search if there are any channels you don’t own that claim to represent your company.
You should evaluate the strategy and mission for each social media channel, evaluate the profiles, evaluate the management of the profiles and the team that is working on your social media activities. Then, you should centralise all profile ownership, usernames and passwords and make a clear process for establishing new channels.
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Choose ideal social media channels
There are plenty of Social media channels to choose from. The most popular being Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest, Instagram and Slideshare.
In addition, there are aggregators for different business segments, like Tripadvisor, Hotels.com, Airbnb,Yelp, Opentable and many others. Don’t forget about Google AdWords and email, which are great methods to use for reaching out to your desired target audience.
What channels work best depend on what line of business you are in.
The best way to find out is to conduct a test to identify your likely suspects.
Also, we recommend that you focus on one channel at a time, only move onto the next channel once you’ve mastered the current ones you occupy.
When you’ve chosen the Social network channels that you want to run with, you should then create accounts or update your existing ones. What’s important is -Your content, make sure you include that in your Social media marketing plan!
Build a SMM team
You should involve people from the whole company in your SMM Team. Employees in different departments will most likely be suited for different stages. Involving everyone opens up for better support for your customers and their different needs.
Setting up a social care team and including all persons from your organisation will help you establish clear goals and help your connect to the right customers and the relevant people depending on what part of the buying cycle the customer is in. Creating engaging and valuable content throughout the cycle will help you gain new customers, repeat purchase, loyalty and customer references.
Understand your customers needs
To achieve real success, you must focus on the customer’s need and then build your Social media marketing plan around it. Build your content and develop your resources with your target in mind.
Content marketing is about creating and sharing interesting, valuable, relevant and useful content, that build brand and the consumer’s confidence in your products and/or services. This will ultimately drive desirable customer action.
Prepare your website and online tools
Marketing on Social Media demands a well prepared website that can effectively communicate with your customers or prospective customers. You need to have a landing page designed for each of the campaigns you want to run, which will give the visitor a possibility to order your products, make a booking or leave contact details for further follow up.
If your Social Media focus is Content marketing you should also make sure there are Call To Action’s (CTA’s) on your website. The CTA’s can be placed together with your product information, on your blog or any other places on your website where it is natural.
Here is an example of one of Cloudnames CTA’s. Please feel free to leave your contact details if you need help with preparing your website for online marketing:
We’ve made a guide about everything you need to know to prepare your website for Social media marketing. Click this link to download your free copy of the guide today.
Create a publishing plan
You should create a publishing plan describing what to post, when to post it and where. Distribution of your content is a vital part of your overall Social media marketing plan. It all depends on your business, channels and audience. We recommend that you test it out to find out what works for you. But there are some general guidelines that most can follow.
What should you post? There are four basic post types you should start utilising: links to your blog posts and images/videos, including links added to other content and ads you are sharing. Images belonging to your post are the most effective visually as it get more clicks, views, likes and shares than any other contextual post.
When should you post? Again depending on your business, channels and audience, but our testing shows:
- Facebook and Twitter ideal post window is 13:00pm – 17:00pm.
- LinkedIn and Instagram 7:00am-9:00am in the morning and 16:00pm – 18:00pm.
- Google+ 9:00am – 11:00am in weekdays.
- Pinterest works better 14:00pm – 16:00pm on the weekends.
How often should you post? You need to test this but here is our general recommendation:
- Facebook: 5-10 post a week.
- Twitter: Minimum 5 a day.
- LinkedIn: One per weekday.
- Google+ and Instagram: Up to 5 a day.
You can get organic spread by encouraging friends, associates and family to like and follow your social accounts. You can also promote your content and spread it to a targeted audience. But the most important things you need to do are; Build your online community, spread your message, promote product campaigns and stay active -because this will bring you leads and customers!
Allocate some of your marketing spending to promote your content and run Social media ads. When spending marketing budget on Social media the key is to target the right audience.
Analyse, evaluate and test
We recommend that you start your evaluation of your Social media marketing plan today. One of the beautiful facts about SMM is that there are many amazing and free tools you can use to analyse your performance. All the popular social media channels offer reports and statistics and you can use Google Analytics and many other tools.
With many of the channels you are able to produce tracking pixels. These are small codes that you put on your website. With the pixels in place you can measure the success of your campaign in detail, and you can use the pixels to target your audience.
There are many ways of analysing your results. We recommend to start with a simple benchmark. Use average scores for reach, clicks, likes, shares and conversions. For every new post or ad you will be able to evaluate the results versus your average, and you will soon learn how you can tweak for better results.
Here at Cloudnames we test everything. And over time we have learned a lot about what is working better, and we will continue to perform new experiments every week.
Automate and scale
There are a number of tools you can use to automate and schedule your activity on Social media. This is the secret weapon for keeping on-top of your SMM activities every day.
Social media is all about engagement, so make sure your SMM Team responds to comments from your visitors in all channels and on your blog. Listen to the conversations that is going on in Social media about your company and products.
What we do at Cloudnames
Cloudnames can help you with everything you need to be your best online. We can manage your complete online presence, your website, Social media profiles, online marketing and all the complicated technical details to effectively grow your revenue online.
We offer a managed web design service where we not only design a website with modern mobile friendly responsive design, including the services your customers demand. We also manage your website and keep it updated and secure on a regular basis.
We can also take care of your Search Engine Optimisation, Search Engine Marketing, Social Media Accounts and SoMe Marketing and all other online marketing campaigns, including email and banner ads. We also deliver all your graphic design, photo, video, curated text content or any other service you will need to maximise your online revenue generation.
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